It means that every form of communications that originates from a business or a campaigned is linked together in some way. This allows every promotional tool that is being used to be able to work together in a more harmonious way. The end goal is simple:
Demetris Vrontis Pavlos Pavlou J. International Business and Entrepreneurship Development, Vol. BoxNicosia, Cyprus Fax: Box7 Nicosia, Cyprus 8 Fax: An external environmental analysis is 2 necessary, as effective marketing strategies cannot be developed without firstly 3 analysing the environment in which the company operates.
The paper analyses 4 a number of the theoretical approaches to strategic planning to be considered in international marketing. His prime research interests are 6 international marketing, marketing planning, branding and marketing 7 communications. He is also the author of eight books, mainly in the areas of international marketing and marketing planning 40 1 Pavlos Pavlou graduated from the University of Leeds in England with a BSc 2 in Engineering and from Salford University with a PhD in Management.
Pavlou management at the undergraduate level and strategic management at the MBA 2 level. His research interests include strategic performance management, 3 international business and corporate governance systems. A theoretical outlook 7 The importance of the internal and external environment and their effect on the 8 development and implementation of marketing planning is crucial and should be highly 9 considered by any organisation wishing to be profitable in the increasingly competitive international marketing arena.
Multinational companies that desire to prosper, should 1 develop a coherent international marketing plan see Figure 1 having, as a starting point, 2 the analysis of the environment.
Based on that, the company objectives, strategies and 3 tactics are drawn, aiming for organisational success and profitability. It is suggested that the 8 environment covers two main areas: Within this are included factors such as demographics, green issues and 4 larger societal and environmental forces.
The micro-environment includes other 5 environmental constraints, such as the structure of the market, the suppliers, customers, 6 trends of the market, the public and competition.
An analysis of the internal environment also 40 covers other factors such as sales, profitability, market share and customer loyalty.
Internal considerations are mainly 3 controllable by the company and, therefore, companies should mostly avoid any problems 4 from this area.
It is evidently proven that product development and strategic formation is 5 based upon the internal organisational capabilities. This 6 is vital if they want to capitalise on organisational strengths, minimise any weaknesses, exploit market opportunities as they arise and avoid, as far as possible, any threats.
Pavlou It should be noted that the external environment is very important as it dictates the 2 behaviour of any marketing orientated organisation. The dimensions being evaluated include the 2 government attitude to foreign markets, the stability and financial policies of a country and 3 government bureaucracy.
Government policy affects industry as a whole through regulatory bodies such as 6 the Department of the Environment and the Department of Trade and Industry. These 7 bodies develop policies on the trading, restrictions and standards within their particular 8 field.
The policies created can affect businesses in various ways; in how their products are 9 produced, promoted and sold. Many former centrally planned economies, for example, 2 are still heavily protected by the government. In such a climate, it is more likely that 3 proposals for a joint venture will be accepted.
Each country has their own legal system and when a company 6 internationalises then it must keep within these legal systems. This meant the company had to translate its brand name to This 1 also occurred in Japan where the pronunciation of its name was changed to MaKudonaldo 2 Daniels et al.
The legal environment must be assessed to 9 determine whether it would affect the launch of a product into a new country.
In many 40 countries, government and regulations have a direct influence on product design.
Law 1 often imposes minimum or special product standards, which may necessitate the shape, 2 kind, components or even the brand name of a product used. Promotional activities also may have to be changed, depending on the 6 country involved and the legal systems that take place.
For example, in France and China, 8 The external environment and its effect on strategic marketing planning door-to-door selling cannot be used as it is prohibited Vrontis and Vronti, In the case of product comparisons, the manufacturer with 4 whose products the advertised products are compared may be able to sue for damages.
In some countries governments may control the price 7 that is set for products.Integrated Marketing Communication In Mcdonalds Integrated Marketing Communication Case Analysis Ayesa Vawandia, Elmaria, Nanda, Natasha () IMC Planning Context for McDonald (3Cs: Customers, Competitors, and Communications) Customers Current CustomersCurrent customers (families) buy McDonald’s meals in McDonald’s restaurant during lunch & dinner times for a chance to .
Search Results for 'mcdonalds imc plan' Mcdonald's "Plan To Win" Faces New Challenges During Recession According to Crain’s Business Chicago, sales growth at . This 8 The external environment and its effect on strategic marketing planning is achieved through well-designed and managed marketing activities resulting in a 2 perceived superior quality product and high brand image and recognition.
Join the Nasdaq Community today and get free, instant access to portfolios, stock ratings, real-time alerts, and more!
This article represents a critical analysis of marketing communications materials used by Coca-Cola Company, a global beverage manufacturer and retailer based in Georgia, United States. The Coca Cola Company is a global manufacturer, marketers and seller of non-alcoholic beverages and syrups based.
American Fast Food in Chinese Market: A Cross-Cultural Perspective The Case of KFC and McDonald’s ii ACKNOWLEDGEMENT This Master’s dissertation was written during the spring of at the International Marketing Programme at Halmstad University.